AI Automated Digital Marketing Strategy for Start-up Companies

This project investigates the impact of AI-driven digital marketing strategies on start-up companies, focusing on achieving a manageable and sustainable competitive advantage. The research explores the evolution of digital marketing, the role of AI, and its benefits for SMEs. The project examines the integration of AI in digital marketing, aiming to enhance efficiency and resource utilization. It analyzes various aspects, including the application of AI technologies, the potential for cost reduction, and the impact on business performance. The research methodology includes both quantitative and qualitative analysis, incorporating literature reviews, research questions, and data analysis to provide comprehensive insights. The study explores how AI can help companies maximize performance while ensuring low operational costs. The project also identifies the potential impacts of not adopting appropriate technologies, offering recommendations for future development and strategies. The findings highlight the importance of AI in modern digital business, particularly for SMEs seeking to gain a competitive edge. This project is a valuable resource for students studying digital marketing, AI, and business strategy, providing detailed insights into the practical application of AI in achieving business objectives.

Running head: AI IN STARTUP DIGITAL COMPANIES
Why would an AI Automated Digital Marketing Strategy achieve a manageable sustainable
competitive advantage for start-up digital companies?
Name of the Student
Name of the University

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Abstract
The fundamental errand of AI begun by the separating the data and update their aptitudes
starting from the broke data. There is a huge utilization of Machine learning in the automated
stage as the system of the referenced advancement is begun by the viewing the customer data in
order to give better essential initiative approach to manage the machine. The key objective of this
application is to solidify robotized learning of any system in order to improve the organizations
of that referenced structure. As demonstrated by the examinations it has been seen that there are
four essential arrangements of AI which joins the regulated figuring of AI, unsupervised AI,
bolster AI similarly as the semi oversaw AI count. As AI rapidly turns out to be increasingly
refined and broadly embraced in advertising, the capacity for advertisers to viably execute and
oversee it will end up being an always significant ability. In like manner, people's comprehension
of their job in making and dispersing an incentive in an Artificial intelligence controlled working
environment is critical to the accomplishment of their vocation, the organizations they work for,
and the purchasers with whom they associate. It accordingly stands that AI may before long hint
clearing change to the idea of promoting itself.

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Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background.......................................................................................................................3
1.2 Rationale...........................................................................................................................4
1.3 Problem Statement.................................................................................................................7
1.4 Aim, Objectives and Research Questions..............................................................................7
1.5 Research Structure.................................................................................................................8
Chapter 2: Literature Review.........................................................................................................11
2.1 Introduction..........................................................................................................................11
2.2 History of Artificial Intelligence.........................................................................................11
2.3 Concept of Artificial Intelligence........................................................................................13
2.4 Impact of Artificial intelligence in Small Medium Enterprise (SME):...............................16
2.5 Benefits of Artificial Intelligence in the Small Medium Enterprise:...................................18
2.6 Limitations of Artificial Intelligence in SME:.....................................................................19
Chapter 3: Research Methodology................................................................................................24
3.1 Introduction..........................................................................................................................24
3.2 Research philosophy............................................................................................................24
3.3 Research Approach..............................................................................................................26
3.4 Research Design..................................................................................................................27
3.5 Data Collection Method.......................................................................................................28

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3.6 Sample Size.........................................................................................................................30
3.7 Data Analysis Method.........................................................................................................30
3.8 Ethical Consideration...........................................................................................................32
3.9 Timeline...............................................................................................................................33
3.10 Summary............................................................................................................................34
Chapter 4: Data Findings and Analysis.........................................................................................36
4.1 Quantitative data analysis....................................................................................................36
4.2 Qualitative Analysis.............................................................................................................50
Chapter 5: Conclusion and Recommendations..........................................................................55
References......................................................................................................................................58

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Chapter 1: Introduction
1.1 Background
There have been several changes in digital automated technologies in recent years. The
digital marketing companies have been renovating themselves with new technologies and
strategies for maximizing their competitive advantage in the market. In such scenario, artificial
intelligence have been playing an important role in maximizing competitive advantages of digital
companies in the market. The main aim of the business organization has been achieving success
in the market. There have been huge possibilities of small businesses in the digital platform.
Therefore, the competition in the digital market has been increased (Pavesi 2018). An efficient
use of information system might help in gaining competitive advantages in the market. The
workflow system of the organization need to be maintain properly in order to provide proper
advantages in the market. Various Small and medium enterprises have been trying to enter into
the competitive advantage in the market. SMEs have been looking constant and steady
integration of new digital technology in daily business operations. Artificial intelligence has been
helping in providing specific advantages by enhancing efficiency and utilizing proper resources
of the organization. This has been helping in maintaining a keen approach in the development of
the companies in the market. The use of artificial intelligence has been helping in increasing
efficiency and performance of digital business in the market. The competition in the market has
been increasing in the market (Ford et al. 2016). Therefore, small businesses and enterprises
have been facing issues in competition in the market. There is a need of up gradation in their
technology. Therefore, artificial intelligence has been helping in maintaining a keen approach in
upgrading their technology.

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Artificial intelligence (AI) can be elaborated in several perspective that depends on interest
and expertise of people. The primary definition has been provided as a situation in which
machines have been able to think, react and execute tasks similar to human being. As research
done by Formichi (2017), machine intelligence has been surpassing performance of
philosophical humans and predicted as years for coming technologies in the market. These
statements have been justified by increase in trend level of development in existing technology
as inventing new technologies. This research has focused on strategies developed by the start-up
companies and SMEs for achieving sustainable and manageable competitive advantage in the
market. This research has critically analyzed how artificial intelligence have helped SMEs and
start-ups in achieving competitive advantages in the market.
1.2 Rationale
Artificial intelligence has been playing an important role in the determination of new
technologies that can be automated itself. These technologies have been helping in providing a
variety of benefits to the business organization. Artificial reasoning (AI) is a classification of
advancements and field of concentrate that has been around for a considerable length of time yet
has as of late been doable to execute. Regardless of its relative early stages in the market,
utilizations of AI as of now gloat amazing adequacy crosswise over enterprises, especially in
promoting (Wagner 2018). Late progressions in AI innovation and developing quantities of
utilization cases exhibiting its adequacy have gathered energy among advertisers. This fervor has
not completely converted into a general comprehension of how the innovation functions, its
down to earth usage, and the long haul ramifications it conveys. The "computer based
intelligence Marketing Era," as it might properly be named, involves central changes to the way
in which advertisers collaborate with clients, the strategies, and apparatuses they use to

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accomplish their objectives, the abilities they respect very in the working environment, and the
idea of their everyday obligations. In 2013, a group of artificial intelligence experts have
conducted a survey for reporting use of artificial intelligence in the year of 2040 to 2050 (Huber
and Coady 2017). It has been analysed that there might be use of 50% of artificial intelligence
technology in the organizations for providing their performance in the market. The use of
artificial intelligence has been helping SMEs in digital business field to gain competitive
advantages. The value of artificial intelligence has been expected to reach $1.2 trillion in 2028
which will be an increase of 70% from 2018 (Pettinato 2016). The global business of AI has
been forecasted to reach $3.9 billion in 2022. Likened to the greatness of progress delivered by
the appearance of PCs, man-made consciousness conveys the possibility to change the idea of
advertising definitely. It is hence that the point of man-made brainpower in promoting requires
inside and out research and research to get ready for changes to come.
Figure 2: Investment in AI startups
(Source: Duggal, Aul and Chawla 2016)

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Artificial intelligence has been helping in maintaining keen approach in the development
of the business in the market. Artificial intelligence has been helping in providing proper
methods for gaining advances in competition in the market. AI has been seen as catalyst in
investing financial assets by various organizations. The use of the AI technology has been
changing the scenario of the market in various purposes. The use of the AI has been helping in
providing a keen approach in developing different dimensions of the organization in the market.
Various business giants including Apple, Microsoft, Google and Intel have been already using
artificial intelligence in their business operations (Omary 2018). However, various small and
medium enterprise (SMEs) have been looking for implementing AI in their business operations.
These brands have been ruing the market with their services and brand value. Therefore, the
competitive advantage gain by companies have been helping them in enhancing loyalty and
brand value in the market. There have been various application of the artificial intelligence in the
market including face detection, self-driving cars, industrial robots and automated CRM systems.
This applications have been helping in maintaining a keen approach in the growth of the
companies in the market. The use of artificial intelligence have been maintaining a keen
approach in the market. The business perspective of the artificial intelligence has been growing
in recent years. The implication of artificial intelligence has been increasing in recent years.
According to survey in 2017, there have been increase by 18% in implementation o artificial
intelligence by SMEs in the market (Qojayev 2015). SMEs have been understanding the
importance of artificial intelligence in the digital business.
1.3 Problem Statement
The change in technology has been affecting operation of the business enterprises in
digital business. There have been sharp shift of hardware based technology to cloud based

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solutions in the organizations. This sharp change in the business operation has been successful of
the internet. This has been enhanced by the concept of AI and the internet. The big companies
have been utilizing artificial intelligence in the market and gaining competitive advantage in the
market (Zhang and Chen 2016). Therefore, the main problem has been faced by the SMEs in
digital businesses they are it able to utilize artificial intelligence and gain competitive advantage
in the market. Therefore, this research has been done in how AI digital strategy can help SMEs
in digital business to gain competitive advantages in the market.
1.4 Aim, Objectives and Research Questions
The aim of the research has been focused on how artificial intelligence digital strategy
would help SMEs in digital business to gain competitive advantage in the market.
As a way of strategizing the research study and coming up with a more dependable and reliable
research findings, the research questions are formulated into specific attainable and measurable
objectives as follows:
 To understand the extent to which digital companies can achieve sustainable and
manageable competitive advantage in the market through the integration of automated
artificial intelligence marketing strategy.
 To examine and establish ways in which start-up digital companies can maximize
performance while ensuring low operational costs.
 To establish the potential impacts of not adopting the most appropriate and optimistic
technologies in the performance of start-up digital SMEs.
Following are the research questions:

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 In what ways can start-up digital companies achieve sustainable and manageable
competitive advantage in the market through the integration of an automated artificial
intelligence marketing strategy?
 In what ways can start-up digital companies maximize performance while ensuring low
operational costs?
 Are there potential impacts of not adopting the most appropriate and optimistic
technology in the performance of start-up digital SMEs?
1.5 Research Structure
This research include five chapters including introduction, literature review, research
methodology, data findings and analysis and conclusion and recommendation. The first chapter
has been focused on providing basic knowledge about artificial intelligence in SMEs in digital
business. The aim of the research including objectives and research questions have been initiated
in the research.
The second chapter discusses about the literature review of the research topic. There have
been various existing theories and literatures on artificial intelligence have been reviewed in this
section. The concept of artificial intelligence and its impact in SMEs digital marketing
businesses.
The third chapter focuses on the research methodology of the study. The chapter consists
of various subsections including research philosophy, approach, design, data collection, data
analysis and ethical consideration. This chapter helps in providing outline of the study. Data
collection and analysis method has been proposed in this chapter.

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Figure 2: Research Structure
(Source: Created by author)
The fourth chapter deals with the data collection and analysis. Data has been collected
from both primary and secondary method. Data analysis has been done using mixed data analysis
method including both quantitative and qualitative method.
The last section is about concluding all the outcomes and results of the study. There have
been recommendations provided in the section that helps in conducting future work on the
research topic.
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methodology
Chapter 4: Data Findings and Analysis
Chapter 5: Conclusion and Recomendations

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Chapter 2: Literature Review
2.1 Introduction
The fundamental objective of this section is to elaborate the concept of Artificial
Intelligence. Followed by this objective in this study it also consist a detail explanation of the
modern history of Artificial Intelligence on the Small Business Enterprise. Along with that it also
consist a discussion about the benefits and limitations of the utilization of Artificial Intelligence
as well as a brief discussion about the impact of Artificial Intelligence in SME and its digital
marketing.
2.2 History of Artificial Intelligence
The concept of Artificial Intelligence has been invented by John MacCarthy in the year
1956 at an academic conference which has been held on the Dartmouth College campus.
Followed by the mentioned year in the year 1960 an article has been released named as
“Computer and Thought”. However, the above events happed in small platform the first
international conference was held in Washington DC in the year 1969. Followed by the years in
the year 1970 first robot was invented which has been developed with the inbuilt feature of eye
technology (Ghasemi et al., 2014). Along with the above invention in the same year INTERNIST
program has been conducted which has provided a brief knowledge about the diagnoses of the
information which are being accepted by it. Followed by the years it has been observed that the
application of neural science as well as the Artificial Intelligence has significantly expanded
(Karaboga et al., 2014). In order to describe the application and range of the utilization Artificial
Intelligence Marvin Minsky has published a book named “The Society of Mind” in the year
1980. During the time interval of 1980 to 1990 significant growth has been noticed in the field of

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Artificial Intelligence which includes the development of virtual reality as well as machine
learning in order to provide better computing experience to the user. Followed by these
inventions Artificial Intelligence has grown in a rapid way as in an international chess
competition a Robot with the Capability of Artificial Intelligence has won the match.
Considering these capabilities of AI the NASA developers has invented a very new autonomous
machine system named “Sojourner”, this machine was developed on the surface of Mars. Along
with these inventions in the next few years a significant impact of smart toys has been noticed in
the computing field (Hirasawa et al., 2018). We're entering an energizing new time in innovation
that is conveying transformative change to the manner in which we live, work, and play. Decades
prior, the PC period brought PCs and all their capacities to a wide gathering of people. At that
point we saw the ascent of the Internet, which conveyed more learning to individuals quicker
than any time in recent memory. Next came the ascent of portable and cloud biophilosophyal
systems, which is putting the Internet in the palm of individuals' hands, growing the handling
intensity of their gadgets, and scaling what they can store to in the past impossible dimensions.
Presently we are going to move to another time, which we're calling the period of insight.
Envision a reality where each vehicle is associated and speaking with the vehicles and traffic
motions around it to naturally advance traffic streams utilizing research of vehicle volumes and
velocities. Or then again a city where sensors and aides can give opportunity of development to
the outwardly disabled.
Consider the conceivable outcomes of each robot in an assembling office were associated
and giving information about item volumes to in the nick of time requesting of crude materials,
and measurements to empower proactive, preventive upkeep to dispose of vacation. These leaps
forward aren't far-removed. They will be fueled by Artificial intelligence. Unmistakably AI is

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driving amazing changes over a assortment of businesses. AI (ML) is a subset of AI and a focal
empowering agent of its abilities. Man-made brainpower is as yet another and indistinct field, yet
one generally conceded to definition is "a framework prepared to do normally tackling complex
issues or taking fitting activities to accomplish its objectives in whatever genuine conditions it
encounters."to put it plainly, it's a PC that can take care of issues without direct help from an
individual. There are two basic sorts of issues AI can tackle. The first includes situations where
hypothetical demonstrating can be connected to rough and foresee conduct. The second
spotlights on issues where persevering parametric perception gives enough information to fit a
numerical equation.
From the above investigation it has been noticed that the application of Artificial
Intelligence is growing rapidly in the modern computing field. According to several studies
Artificial Intelligence one of the most puzzling content in the computer science platform. Since,
it has been noticed that there are various studies which has fundamentally focused on the
application of Artificial Intelligence for a very long period, has mentioned that during the time of
respective researches in AI the concept related to the Machine Learning as well as analysis of the
statistical data has significantly helped the computing field to enhance their services into a high
extend (Rigla et al., 2018). Followed by the mentioned aspects the discussion related to the
concept of Artificial Intelligence and its impacts are described below.
2.3 Concept of Artificial Intelligence
In the computing platform Artificial Intelligence holds a significant place as the
fundamental objective of AI is to develop advance machines whose work is based on the human
intelligence. The primary objective of this invention is to develop such machined who thinks as
well as acts according to the humans. In order to deploy such advance technology it is essential

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for the machines to learn and think the human activities (Latah et al., 2016). In general words in
order to invent the machines which are based on Artificial intelligence it is highly important to
implement the programs into the machines which are based on the human act and consequences.
According to the studies it has been noticed that there is three significant evaluation of Artificial
Intelligence such as in between the time interval of 1950 to 1970 the progress of AI had passed
through the era of neural network, as well as in between the time interval of 1980 to 2000 the
progress of AI had passed through the era of machine learning and till the present date the
progress going on the era of deep learning (O'Leary 2013). The operations of Neural Network is
proceed by interconnecting the network units similar to the operation of biological neuron
operations. The purpose behind this process is to build a network by collaborating several other
networks in order to enhance the responses and well as the activities of a machines. According to
the studies of Zaremba et al., (2014) which is based on the operation of Neural Network it has
been noticed that the operations of neural network fundamentally incorporate multiple processor
by a well-structured manner which forms a tire. In the initial layer of the tier it only accept the
external inputs and then proceed further by accepting the signals from its nearest tire. Followed
by this process the system will provide the output from the last tire. One of the significant
importance of neural network is it holds an adaptive nature, which stands to represent that the
machine has the capability to learn by itself. There is a significant contribution of each nodes in
order to provide the enhancement in the self-learning skill of the machine.
Along with the neural network, Machine Learning is also an important application of
Artificial Intelligence which allows the system to automatically learn and act without any
interruption of the external program. The fundamental operation of machine learning initiated by
the analyzing the input data and update their skills from the analyzed data. There is a huge

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application of Machine Learning in the automated platform as the process of the mentioned
technology is initiated by the observing the user data in order to provide better decision making
approach to the machine (Kalchbrenner et al., 2014). The fundamental objective of this
application is to incorporate automated learning of any system in order to enhance the services of
that mentioned system. According to the studies it has been noticed that there are four basic
categories of machine learning which includes the supervised algorithm of machine learning,
unsupervised machine learning, reinforcement machine learning as well as the semi supervised
machine learning algorithm. In the concept of supervised machine learning algorithm the process
is initiated by the analysing the new data to enhance the decision making approach which has
been applied before in some events. The unsupervised machine learning algorithm the process is
initiated by the analysis of unlabeled data to predict the future. Reinforcement machine learning
allows the system to identify its errors as well as offers to mitigate those limitations by its own in
order to enhance the services of the system. Along with the above machine learning algorithms
the semi supervised machine learning algorithm stands to learn by the analysis of the labelled
data as well as by the analysis of the external resources (Witten et al., 2016). Along with that
followed by the years from 2000 to till now the application of Deep learning in one of the most
discussed topic which has a significant impact towards the betterment of the computing field.
The fundamental concept of deep learning is a subfield of machine learning which has the
fundamental objective to act similar to humans (Schmidhuber 2015). According to the studies it
has been noticed that the deep learning can proceed with the supervised, unsupervised as well as
by the semi-supervised machine learning algorithms. Most of the application of Deep learning is
applied in order to identify the money laundering along with the above application it detect faults
related to the system as well. Followed by the aspect of the above mentioned process and

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algorithm the author has said that algorithms are step by step process by which it proceed for
problem solving (Goodfellow et al., 2016). The algorithms are primarily proceed by the large set
of data in order to provide enhancement to the operations of the mathematical calculation, data
processing as well as the computing operations. Studies has proven that the application of AI is
increasing day by day as it offers the machines to empower their abilities related to the decision
making approach, effective data processing unit which holds a significant impact towards the
betterment of the information as well as computing field. Followed by the above aspects studies
has mentioned that there are several field where AI can effectively work. Those fields includes
the automated industry, in the medical field as well as in the business fields (LeCun et al., 2015).
Considering the impact of the application of AI it has been observed that in the medial field AI
has offered several technologies which has offered the medical industry to enhance their working
process as well as in the business platform AI has effectively enhanced the decision making
approach of the organization which has a significant impact on the success of that mentioned
business (Jordan et al., 2015).
In order to support the above discussion a detail elaboration of the benefits and threats of
Artificial Intelligence is mentioned in the next section which will successfully describe how the
application of AI has helped businesses to enhance the services as well as it will also discuss the
possible threats which can affect the services of the targeted field.
2.4 Impact of Artificial intelligence in Small Medium Enterprise (SME):
Followed by the purpose of the research in this section the discussion is based on the
application of AI in the Small Medium Enterprise in order to describe the capabilities of AI by
which it can enhance the services of a SME as well as it will also describe the possible
limitations which has been observed due to the application of AI in the SME. According to Sun

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et al., (2014) it has been noticed that after analysing the growth of the organizational structure of
the SME’s, the significant intention towards incorporating advance technologies those
technologies includes the application of data science as well as the Artificial Intelligence.
Considering the current business status of the small medium enterprise studies has shown that in
the small business platform AI has significant impact on the success of business as AI provides
the business to offer effective solution to mitigate the raised problems. Along with that the
incorporation of Artificial Intelligence has significantly enhanced the decision making approach
of the business which will surely drive the organization towards its desired success. Followed by
this the incorporation of the advance Artificial Tools in order to analyze the gather resources and
information. Along with this AI offers less human interaction in the business which reduces the
employment in any SME structure. Apart of the enhancement in the business services it is also
essential for a SME to have an advance marketing process as this will help the organization to
promote their products by which it will attract the customer. Thus, according to studies it has
been noticed that the influence of an advance marketing approach can drive the success of an
organization. Followed by this concept a thorough investigation on the application of AI has
stated that AI has a significant approach towards the enhancement of the marketing strategies of
any organization in order to improve their organizational services.
Those technologies includes the duration of content by which the organization can
provide more relevant information about the services of the organization in order to effectively
promote the services of the mentioned organization (Khan 2016). Along with the above feature
there is also a significant approach of marketing in which the process is initiated by utilizing the
features of email customization in order to enhance the marketing of the organization. The email
marketing stands to promote the organizational services by automatically sending the emails to

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the targeted customers in order to catch their attention. Apart from that there is a huge
application of AI in the data analysis and decision making thus according to studies it has been
noticed that by analysing the user information activity and data from the social networking site
the small business are advertising their services to the interested people in order to attract the
customers towards their services. Along with this the incorporation of Chatbots into the business
communication field have a significant impact towards the business success as these sort of
process provided effectives solutions with respect to the customer query. Seyal et al., (2013) has
mentioned that incorporation of AI in the business field holds several benefits however, Chin et
al., (2015) has said that there are several limitations present in the small medium enterprise. In
order to support the above statements a detail elaboration of the benefits and limitations of the
utilization of Artificial Intelligence is mentioned below.
2.5 Benefits of Artificial Intelligence in the Small Medium Enterprise:
Followed by the aspects that the incorporation of the Artificial Intelligence has
effectively influenced the services of small business, a brief discussion on the benefits are
mentioned in this section. Those benefits includes the process of smarter marketing of the
organization by the feature of emails (Bouda and Sebaa 2018). As AI utilized that user records in
order to promote more relevant services to them by sending emails with the purpose to engage
the user by the offered services. Followed by the enhancement in the marketing of the
organization it also holds a significant impact on the sales of the targeted organization as the
incorporation of the artificial intelligence in the business structure helps to enhance the
productivity of the services providers as it offers the automated services in the organization
which invokes the services of the business. Along with these aspect it has been also mentioned
by MILLER et al., (2018) while doing any repetitive task in the organization such as providing

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notifications to the team members or organize a meeting in the organization the AI tools like X.ai
can help the employs in an effective way which invokes the services of the organization. Apart
from the above aspects there is also a significant benefit present while utilizing the application of
AI to analyse the current market demand by which it can effectively determine that what services
has a the better impact of the market and which service does not consist any significant role in
this dynamically growing market. Along with that in order to reduces the utilization of man
power in the organization AI offers Chatbots dedicated to the sales team or to the support team in
order to provide effective solutions to the customers by analysing the customer data as well as it
works according to the inbuilt programmes. Along with the above aspects the utilization of AI
helps to analyses the customer journey by which it offers more effective and customized services
to the organization. Considering this aspects Camilleri et al., (2017) has said that a successful
analysis of the customer data can effectively provide the knowledge about the preference of the
customer due to which it will be easier to offer the customer more relevant services which might
help the customer. Apart from the above mentioned aspects studies has mentioned that the
incorporation of AI has effectively reduces the utilization of human resources as artificial
intelligence holds the capability to do thousands of work in just few minutes thus it has been
observed that the small enterprises has a significant impact on the cost effectiveness of the
targeted organization as the it will reduce the cost of employs. Considering the above aspects Al-
Alawi et al., (2015) has mentioned that artificial intelligence invokes the services of any business
structure by offering several new technologies as well as by reducing the expenses of the
organization. However, Maksimov et al., (2018) has said that due to the automation nature there
are several limitations present in the utilization of artificial intelligence in small medium
enterprises.

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2.6 Limitations of Artificial Intelligence in SME:
In order to support the above mentioned statement Swarnapali et al., (2016) has
effectively discussed all the possible limitation which can take place while developing AI
systems of SME’s. Thus according to the studies it has been noticed that however, the AI
systems are developed with the objectives to implement such programmers into the systems
which will invoke the working style of those machines similar to the human brains and actions
there are still some limitations present in the business structure related to the efficiency of those
machines as studies has proven that the AI system needs to be updated more frequently
considering the rapid growth of the organization (Upadhyaya 2015). Followed by the above
aspect the studies has also proven that the incorporation of an AI system into the business
structure of a SME is highly time consuming as well as it holds a high chance of machine failure
during the time of system implementation if the organizational structure does not matches with
the system type (Aponte and Muffatto 2017). Along with the risk related to the system failure
there is also a significant threat present in the information storage field as the chance of data loss
cannot be ignored during the time of machine failure. Followed by this aspects several studies
mentioned that one of the significant risk occurs due to the technological complexity of the AI
system as the systems which inbuilt AI capabilities are more less user friendly thus it will be
hard for the employs to handle the system in case any problem occurs. Apart from these
limitations one of the significant limitations observed due to the utilization of AI is related to its
ethical consideration. According to Mosier et al., (2018) the analysis of the customer data for any
organizational purpose it highly unethical as accessing user data without concerning with that
person is illegal. However, Swarnapali et al., (2016) has mentioned that there is a significant risk
present related to the application of AI as artificial intelligence is fundamentally based on the

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machine automation process thus the author has proven that in several filed the utilization of
automated system has caused significant risk as in the working process of AI machines there is
no utilization of human resources. Due to this aspects studies has shown that in several sensitive
field AI does not work similar to the human actions. Due to the less utilization of human
resources there is limitations related to the operations of AI systems as AI systems does not work
well in the sensitive fields (Upadhyaya 2015).
Thus, from the above analysis it can be stated that the application of AI has a significant impact
towards the success of the SME’s however, several researches has mentioned that there are
several limitations also present in the application of AI in the small business structure which
needs to be mitigated in order to get effective results from the utilization of Artificial
Intelligence.
The main kind of issue, known as information building, includes coders and researchers
who collaborate to unequivocally program human aptitude into a PC so it can act freely. The
second situation, AI, centers around preparing calculations regularly called students to find their
own critical thinking techniques with monstrous measures of information. In the course of the
most recent couple of decades, society has experienced an upheaval in the creation and
utilization of carefully computerized advancements (Gestion 2017). Verifiably, it was regularly
the job of government offices, blue-chip worldwide association, and huge combination
innovation organizations to control and improve current advancements, imagine and advance
new advances for both shopper and business use. Be that as it may, this isn't the situation in
today's' time, as new little and mediums examine begin undertakings (SMEs) take on this job
what's more, are constantly entering an amazingly focused innovation part (Kadar and Muntean
2014, p.222). It can likewise be said that SMEs are continually and relentlessly incorporating

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better than ever advanced innovation in their day by day business activities as a procedure of
improving maintainability, execution, decreasing operational costs, refining quality in the
merchandise and enterprises advertised. All of which reinforces their aggressive advantage in the
business sectors which they work against bigger increasingly settled concerns. The development
and change in the dependability of computerized advanced innovations to gave SMEs with a
progressively strong and viable device, has been improved by the presentation of Man-made
brainpower (AI) (Weichhart et al. 2016, p.34). Man-made brainpower (AI) might be
comprehended from alternate point of view, contingent upon the intrigue or ability of a person.
Regardless, an primary definition can be planned as; a circumstance in which machines can
think, respond and execute assignments like human being. Also, the ongoing research thinks
about demonstrate that machine knowledge is as of now outperforming the execution of organic
people but then it is anticipated that years to come, this will even be substantially more broad
than it is today. These announcements are reasonable by the expanding pattern in the dimension
of improvement in the current innovation as well as the innovation of new ones (Linkov, Trump,
Poinsatte, Florin 2018, p.440). Normal elucidation crosswise over most if not all man-made
reasoning definitions interface the degree to which individuals can be supplanted by machines in
errand execution (Kuo Wang and Tien 2010, p.1170). The historical backdrop of AI goes back to
the mid twentieth century when researchers, for example, John McCarthy Turing Allan of
Plymouth built up AI. With the coordination of AI and the web, numerous advanced SMEs have
had the capacity to bring together and move their tasks from the simple unmistakable equipment
innovation to a further developed cloud-based innovation, which has upgraded execution in the
every day activities (Kyneswood 2015). Case I ponder, there are numerous product bundles that
have been created to work in various stages these incorporate cell phones, work areas and tablets,

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synchronized using cloudbased applications through the web. Also, bots (computerized
reasoning machines) have been created to help business activities in fields, for example, deals
agents where Chat-bots are being utilized to offer ongoing client support (Gretzel, Sigala, Xiang,
Koo 2015, p.188). From the said understanding, it very well may be noticed that innovation
advancement and man-made brainpower in specific, is fundamentally a significant factor in
deciding the maintainability and achievement of advanced organizations (Baniyounes, Ghadi and
Baker 2018). The research consider accordingly means to basically inspect, investigate assess the
degree to which the mix man-made consciousness and the current innovation can help in
boosting the maintainability showcasing execution of computerized organizations.

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Chapter 3: Research Methodology
3.1 Introduction
Research philosophy has been helping in giving suitable methodology that are required
for achieving legitimate research conduction. The ideas created from research philosophies have
been helping in keeping up a sharp methodology for conveying legitimate research consider. A
definite philosophy should be pursued for getting legitimate results and results from the
investigation. In this manner, for satisfying these prerequisites in the exploration, a legitimate
philosophy should be followed in the investigation. The research technique contains a few sub
segments including research rationality, approach, structure, information accumulation, test
measure, information investigation and moral thought.
3.2 Research philosophy
Research reasoning has been giving thought by which information and data should be
gathered and broke down. The research rationality has been a wellspring of information
improvement that recognizes system for information gathering in the exploration. Research
rationality has been an import some portion of the research that encourages researcher to choose
about methodology should be chosen so as to discover answers to explore questions. There have
been three research theory including positivism, Realism and interpretivism. These exploration
theories has been extended from idea of epistemology. The term epistemology has been
depicting satisfactory information for a specific territory. The positivism explore hypothesis
addresses the research works that rely upon recognizable social component. In positivism
investigate strategy, the research method picked for the exploration is fundamentally established
on data gathering technique and progression of hypothesis accepting any. A positivist researcher

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as such seeks after a significantly composed research system for empowering the research
question and the exploration hypothesis. In addition, the usage of positivism judiciousness in a
research wears down quantifiable observations and normally oversees quantifiable investigation
of the accumulated data (Al 2013). Along these lines, on picking positivism investigate sanity,
the research her can no way control any data in the midst of data gathering process.
Realism is another research philosophy that relies upon philosophyal enquiry. The
primary component of Realism thinking is to find and uncover truth of essence of objects of a
research (Brown and Stowers 2013). Realism centers levelheadedness is furthermore requested
in another two characterizations which are prompt Realism and primary Realism.
Another research rationality that is considered for academic research fuses interpretivism
(Chandra and Sharma 2013). This piece of epistemology is based on reviewing the differences
among human and social on-screen characters. This technique of research hypothesis is
subsequently established on open movement and is, as it were, subject to human science.
3.2.1. Justification for picking Positivism Philosophy
The researcher has found that positivism hypothesis will fit for surveying the upsides of
timber and stone work. The choice of positivism thinking has enabled the researcher to uncover
the required data related with the usage of timber in structure. The choice of positivism approach
furthermore helped the researcher is attempting the gotten data against the perceived research
questions (Leedy and Ormrod 2013). The research has not used Realism or interpretivism
approach since the exploration is obliged to research and investigation of accumulated data and
does not hope to pass on any new game plan of data or thought. Along these lines the choice of
positivism explore levelheadedness is seen to be appropriate for this research.

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3.3 Research Approach
To organize the research according to the course of action, it is primary for the researcher
to pick a particular technique for the exploration. Research approach gives the nuances of plan
and systems that involve certain wide suppositions nearby unequivocal data gathering process an
exploration (Mitchell and Jolley 2013). There are fundamentally three research approaches that
can be used for educational research. These are deductive research approach, inductive research
approach and abductive research approach. The deductive research approach deals with the
evisceration of a ton of hypotheses that are either ought to have been avowed or dismissed in the
composition. In this manner the choice of deductive research approach invigorates the researcher
in planning the exploration in an authentic way (Novikov and Novikov 2013). The proposals that
rely upon deductive approach are primarily established on speculation, hypothesis, recognition
and confirmation or expulsion of a particular idea. Choice as opposed to the deductive procedure,
the inductive research approach does exclude the meaning of hypotheses. Along these lines in
deductive philosophy of research, a hypothesis has quite recently been set while the usage of
inductive research approach is fitting for concentrate that don't use any exploration hypothesis
(Salaberry and Comajoan 2013). Inductive research is appropriately used in research ponders
that are, as it were, subject to look into goals and the recognized research questions. As such the
methods drew in with inductive research approach consolidate, thought of different speculations
and thought related to an exploration territory, coordinating tests for information accumulation,
and recognizing confirmation of models in gathered data. Abductive research approach of course
illuminates certain inadequate recognitions and bewildering realities related with a particular
research. Thusly this sort of research approach revolves around finding answers for the courses
of action of certain insufficient tests and stunning substances.

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For this particular research an inductive research approach is picked. Since the research did not
rely upon hypothesis, deductive research approach isn't picked.
3.3.1. Justification for picking Inductive Approach
The researcher has found inductive technique as legitimate for this exploration since the
research relies upon the dismembering the effect of adaptable working in Malaysian division.
The topic is fundamental and not astounding and along these lines the addictive research
approach isn't picked for the research. Since the exploration did not rely upon any hypothesis, the
deductive research approach isn't considered in this research. The exploration is for the most part
established on finding answers to a great deal of research questions and in like manner the choice
of inductive research approach is appropriate for this research mull over.
3.4 Research Design
Research design is a basic piece of research think about as it helps in conspicuous
evidence of set of strategies and techniques that can be put to use for gathering and estimation of
the components related with the recognized research issue. It can along these lines be portrayed
as an exact technique used by a researcher for coordinating a specific research consider. Along
these lines, the ID of research plan for an exploration think about should be appropriate with the
objective that it can honestly control the researcher for fitting data gathering and investigation.
There are generally three research structures that are used for insightful researchers.
These are useful research plan, clear research structure and explorative research plan. The
exploratory research design surveys the differing portions of an research consider reliant on the
region of the research. This kind of research is chiefly driven for issues that have not been
focused even more indisputably in past and therefore, it implies being created of requirements all

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the more clearly. The instructive research on the other hand can be portrayed as an undertaking
to relate the musings for understanding the exploration issue that has been recognized.
Undeniable research of course can be depicted as an research system that bases on "what" of the
exploration subject.
The researcher has settled on a realistic research plan for exploring the benefits of timber and
stone work. The going with territory of this area gives the protection against the choice of that
research plan.
3.4.1. Justification for picking Descriptive research structure
The choice of graphic research design is seen to be appropriate in this setting primaryly in light
of the fact that it goes about as an instructive gadget for the researcher to explore the perceived
research issue. With the help of clarifying exploration plan, the researcher had the ability to
prepare for the data accumulation and accurate investigation of the assembled data. In like
manner, the choice of this exploration design is seen to be appropriate.
3.5 Data Collection Method
For finding answers to the perceived research questions, it is primary to figure a
legitimate data gathering process. This exploration that is endeavored is an information based
research and as such it is primary for the researcher to accumulate anyway much information as
could sensibly be required to perceive and appreciate the upsides of timber and stone work. The
going with section of the exploration report gives an idea of the information gathering
framework that is followed in this research.
3.5.1. Grouping of Data gathering Methodology

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The data gathering process related with any research falls under two standard classes,
which are primary data accumulation system and optional data gathering methodology (Brannen
2017). The data gathering procedure is sub requested in this two techniques subject to the
strategy for information getting.
Primary Data Collection: Primary information accumulation implies the method of
information gathering from those sources that have a firsthand data about the research that is
being driven (Bernard 2017). There are different strategies that can be used for social event and
gathering of primary data. These join, holding meeting, observations and using survey to perform
audits. This wellsprings of information is insinuated as primary sources overwhelmingly in light
of the way that it will in general be adequately directed. Gatherings for primary data social affair
can be performed eye to eye or can be performed on telephonic way (Punch 2013). The most
comprehensively used system for primary data gathering fuses accumulation of data from
surveys and gatherings.
Secondary Data Collection: The optional information gathering process is a procedure for
information accumulation from the sources that have been as of late conveyed, for instance,
books, journals and research papers. Subsequently from the discretionary sources a lot of
information can be accumulated (Brannen 2017). Regardless, the information that are gained
from the optional sources are reliable yet can't be communicated as one of a kind. The
discretionary data accumulation process normally winds up useful for an researcher generally
since it helps in social affair of gigantic proportion of data that are substantial and authentic.
Every now and again the researchers use both primary data and secondary data as the
data accumulation system with a point of social affair of data from both primary and
discretionary sources. This sort of research methodology is called mixed research procedure.

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Chosen Data Collection Method
The data gathering methodology that is picked for this exploration is both primary and
secondary data collection method. The researcher has played out a gathering to accumulate data
that would respond to the exploration questions. The entire research has been subject to the
information that could be aggregated from the gathering. The response of the respondents helped
in organizing the exploration towards completion. After reasonable data gathering it is primary to
pick exact data examine process that will help in finding the answers for the recognized research
questions.
3.6 Sample Size
Data has been collected from both primary and secondary data collection method. The
sample size for the primary data collection method have been 100 employees from four SME
digital technology companies. There has been online survey done with these participants and 10
close ended questions have been included in the survey questionnaire. Survey form has been
prepared using Google forms and uploaded online. The sample size for interview process have
been done with three managers of SMEs. There have been three open ended questions asked
during the interview. Their responses have been collected as data for the research.
3.7 Data Analysis Method
Data investigation in research is basically of two sorts, subjective data inquire about and
quantitative data research (Silverman 2016). Subjective data investigate is research the data that
can't be assessed. Subjective data investigation seeks after an extent of methodology and
techniques and relies upon gathering of s according to the particular properties and qualities
(Marczyk, DeMatteo and Festinger 2017). In subjective data explore is assembled in pretty much

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nothing and unrepresentative models in an unstructured way (Flick 2015). The subjective data
examine strategy is exploratory and the revelations of subjective research are express to the
subject that is being considered. For data assembling in subjective research, researchers all things
considered make open completed request. In this exploration, the researchers has driven
gathering to accumulate data related to effect of adaptable working in Malaysian segment.
Along these lines, subjective data research is a theoretical research that is progressively
stressed over the non quantifiable data. This kind of data investigation is in a general sense
endeavored in asks about that deal with the route toward understanding the occasion of different
miracle. In subjective data inquire about, the model gauge is close to nothing and non operator.
Quantitative Data Analysis is principally stressed over the investigation of quantitative
data. It is an objective investigation that assesses data. The data assembled for quantitative
research consolidate unmistakable sums, for instance, length, size, weight and mass. The
research is generally stressed over the strategy by which certain marvel occurs (Walter and
Andersen 2013). Along these lines, in quantitative data look into procedure the precedent
measure is normally considerable and is much of the time summed up to cover the entire people.
Quantitative data investigation routinely oversees testing the recognized theories that will give
future estimate. In any case, the quantitative research is restricted by course of action of rules or
numbers and thusly this methodology is wide gone and as often as possible multi faceted (Noble
and Smith 2015). Moreover, there are certain requirements related with the quantitative data
inquire about (Neuman 2013). For example, the quantitative data look into procedure can't be
used for summing up the masses. The subjective research all things considered courses of action
with close completed request and the assembled data encounters real investigation, for instance,
backslide, SPSS and others.

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The correct data research procedure is singled out reason of the necessities of the
exploration ponder. This endeavor focuses in discovering effect of adaptable working in
Malaysian part. As such the researcher has picked a research system, which can be on a very
basic level used for finding answers to the recognized research questions.
3.7.1. The Chosen Method: Quantitative
The researcher has chosen quantitative strategy for information accumulation. Online
review has been done in the exploration with the assistance of members. Review poll have been
made utilizing google forms and transferred over the web.
3.8 Ethical Consideration
Any philosophical research is connected with a great deal of good decides that are set up
by educational chambers. Prior to the research, every academic foundations order the adherence
to certain primary guidelines which are according to the accompanying
1. While driving the research inspect, it is imperative to respect the security and protection of
research individuals.
2. It is the commitment of the researcher and the exploration individuals to keep up the security
of the information shared till the research is done.
3. It is crucial to get assent from the individuals before proceeding with the data gathering
frames.
4. The researchers should have the ability to ensure and keep up anonymity in data social affair
and data research process.

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5. Keeping up the straightforwardness in data accumulation process is a fundamental good idea
in educational research. Thusly misquoting the information that is shared by the individuals
should be completely prohibited.
3.9 Timeline
Task Name Duration Start Finish Predecessors
AI in digital technology
SMEs 93 days Mon 6/4/18 Wed 10/10/18
Study Initiation 11 days Mon 6/4/18 Mon 6/18/18
Study Requirements
Analysis 2 days Mon 6/4/18 Tue 6/5/18
Approval of Research
Topic from Supervisor 1 day Wed 6/6/18 Wed 6/6/18 2
Development of Research
Plan Charter / Document 2 days Thu 6/7/18 Fri 6/8/18 3,2
Development of Research
Framework 4 days Mon 6/11/18 Thu 6/14/18 4,2
Prepare Draft Research
Proposal 2 days Fri 6/15/18 Mon 6/18/18 5,4
Research Planning 21 days Tue 6/19/18 Tue 7/17/18
Formation of Research
Team 2 days Tue 6/19/18 Wed 6/20/18 6
Analysis of Research
Requirement 1 day Thu 6/21/18 Thu 6/21/18 6,8
Identification of Research
Questions 4 days Fri 6/22/18 Wed 6/27/18 8,9
Identify Scope of Research 4 days Thu 6/28/18 Tue 7/3/18 10
Estimate Research
Timeline 4 days Wed 7/4/18 Mon 7/9/18 10,11
Allocation of Resources
and Time for the Research 2 days Tue 7/10/18 Wed 7/11/18 10,11,12
Initiation of Research 4 days Thu 7/12/18 Tue 7/17/18 13
Research Development 26 days Wed 7/18/18 Wed 8/22/18
Determination of Research
Problems 4 days Wed 7/18/18 Mon 7/23/18 13,14
Access to Necessary Media 1 day Tue 7/24/18 Tue 7/24/18 13,16
Access to Online Library 1 day Tue 7/24/18 Tue 7/24/18 13,16
Selection of Literary
Sources 2 days Wed 7/25/18 Thu 7/26/18 13,17,18

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Literature Review 4 days Fri 7/27/18 Wed 8/1/18 19
Collection of Necessary
Data 10 days Thu 8/2/18 Wed 8/15/18 19,20
Collection of Secondary
Data 5 days Thu 8/16/18 Wed 8/22/18 21
Data Analysis 8 days Thu 8/23/18 Mon 9/3/18
Analysis of Primary Data 4 days Thu 8/23/18 Tue 8/28/18 21,22
Analysis of Secondary
Data 4 days Wed 8/29/18 Mon 9/3/18 24
Research Evaluation 13 days Tue 9/4/18 Thu 9/20/18
Evaluation of Data 6 days Tue 9/4/18 Tue 9/11/18 21,22,23,24
Reflection on Research
Undertaken 2 days Wed 9/12/18 Thu 9/13/18 27
Documentation of
Learning Outcomes 2 days Wed 9/12/18 Thu 9/13/18 27
Issues Identification and
Future Planning 5 days Fri 9/14/18 Thu 9/20/18 29,28
Research Closure 14 days Fri 9/21/18 Wed 10/10/18
Complete All Acitvities in
Research 1 day Fri 9/21/18 Fri 9/21/18 30
Documentation of Entire
Research 10 days Mon 9/24/18 Fri 10/5/18 32
Validation of the Research
and Learning 2 days Mon 10/8/18 Tue 10/9/18 33
Team Sign Off 1 day Wed 10/10/18 Wed 10/10/18 34
3.10 Summary
This segment of the exploration paper focused on the contraptions and frameworks used
in fulfillment of this research ponder. Genuine conspicuous verification of legitimate mechanical
assemblies and framework is fundamental in order to play out the research in a masterminded
manner. The contraptions picked for this exploration keep the necessities of the research study
and end up being gainful for driving the exploration consider. Nevertheless, there are certain
genuine restrictions related with the endeavor which is ought to have been tended to. The
endeavor is being executed in a confined timespan which is a basic issue related with this

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assignment. This piece of the research ponder gives an idea of research methodologies, theory
and research design picked for this exploration. The precise instruments and methodologies that
are picked for the research have been a fair help to the researcher in data social occasion and
investigation process that was followed in this exploration consider. Conspicuous evidence of
research system is basic to find answers to the research tends to that have been recognized in the
main area of this exploration think about.

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Chapter 4: Data Findings and Analysis
4.1 Quantitative data analysis
Quantitative data analysis has been focused on the data collected from primary data collection
method. The use of online survey has been dine in order to collect data from participants.
Therefore, online survey has been done with 100 employees of different digital technology
SMEs in the market. There have been 10 close ended questions been asked to them. Following
are the mentioned survey questions with proper data representations:
Question 1: Please specify your gender
Options Responses Responses% Total respondents
Male 61 61 % 100
Female 39 39 % 100
Figure 4.1.1: Please specify your gender

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Analysis: As mentioned in graph and table, 61% of the participants are male and 39% of the
participants are female. Therefore, this can be analyzed that the companies have been providing
employment to male employees than female employees.
Question 2: What is your age?
Options Responses Responses% Total respondents
Below 20 years 13 13 % 100
21-30 years 29 29 % 100
31-40 years 26 26 % 100
41-50 years 22 22 % 100
Above 51 years 10 10 % 100
Figure 4.1.2: What is your age?
Analysis: As per table and chart, 29% of the participants have been ageing between 21-30 years.
26% of the participants have age between 31-40 years. Therefore, it can be analysed that most of
the employees are of young ages between 21 years to 40 years. Therefore, companies have been
hiring new employees in their workforce.

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Question 3: For how many years you are working in the company?
Options Responses Responses% Total respondents
0-2 years 16 16 % 100
3-5 years 26 26 % 100
6-8 years 22 22 % 100
9-11 years 27 27 % 100
Above 12 years 9 9 % 100
Figure 4.1.3: For how many years you are working in the company?
Analysis: According to graphs and charts, 26% of the participants have been working for 3-5
years in the company. 22% of the participants have been working for 6-8 years. Therefore,
companies have been including experienced employees in the workforce.
Question 4: What is your working position in your company?
Options Responses Responses% Total respondents
Manager 10 10 % 100

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Analytics Manager 31 31 % 100
E-commerce manager 20 20 % 100
SEO manager 29 29 % 100
CRM manager 10 10 % 100
Figure 4.1.4: What is your working position in your company?
Analysis: As per the graph and chart, 31% of the participants have been working as analytics
manager. 29% of the participants have been working as SEO manager. In the figuring stage
Artificial Intelligence holds a noteworthy spot as the essential goal of AI is to create advance
machines whose work depends on the human knowledge. The essential goal of this creation is to
grow such machined who thinks just as acts as indicated by the people. So as to convey such
development innovation it is basic for the machines to learn and think the human exercises
(Latah et al., 2016). When all is said in done words so as to imagine the machines which depend
on artificial insight it is exceedingly imperative to actualize the projects into the machines which
depend on the human demonstration and outcomes. As per the examinations it has been seen that
there is three critical assessment of Artificial Intelligence, for example, in the middle of the time

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interim of 1950 to 1970 the advancement of AI had gone through the period of neural system,
just as in the middle of the time interim of 1980 to 2000 the advancement of AI had gone
through the time of AI and till the present date the advancement going on the time of profound
learning. The tasks of Neural Network is continue by interconnecting the system units like the
activity of organic neuron tasks. The reason behind this procedure is to fabricate a system by
working together a few different systems so as to upgrade the reactions and well as the exercises
of a machines.
Question 5: AI in marketing will diminish the value of the traditional marketer?
Options Responses Responses% Total respondents
Strongly Agree 16 16 % 100
Agree 30 30 % 100
Neutral 18 18 % 100
Disagree 29 29 % 100
Strongly Disagree 7 7 % 100
Figure 4.1.5: AI in marketing will diminish the value of the traditional marketer?

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Analysis: As per graph and chart, 30 % of the participants have agreed that AI in marketing will
diminish the value of traditional marketer. So as to help the previously mentioned articulation,
the conceivable restriction which can occur while creating AI frameworks of SME's. In this way
as indicated by the investigations it has been seen that in any case, the AI frameworks are created
with the targets to actualize such projects into the frameworks which will conjure the working
style of those machines like the human minds and activities there are still a few constraints
present in the business structure identified with the proficiency of those machines as studies has
demonstrated that the AI framework should be refreshed all the more as often as possible
thinking about the quick development of the association. Pursued by the above perspective the
examinations has likewise demonstrated that the fuse of an AI framework into the business
structure of a SME is very tedious just as it holds a high possibility of machine disappointment
amid the season of framework execution if the authoritative structure does not matches with the
framework type. Alongside the hazard identified with the framework disappointment there is
additionally a huge risk present in the data stockpiling field as the opportunity of information
misfortune can't be overlooked amid the season of machine disappointment. Pursued by this
viewpoints a few examinations referenced that one of the huge hazard happens because of the
innovative multifaceted nature of the AI framework as the frameworks which inbuilt AI
capacities are all the more less easy to understand consequently it will be hard for the utilizes to
deal with the framework on the off chance that any issue happens. Aside from these
confinements one of the noteworthy impediments saw because of the usage of AI is identified
with its moral thought.
Question 6: The rise of AI in marketing is inevitable?
Options Responses Responses% Total respondents

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Strongly Agree 18 18 % 100
Agree 32 32 % 100
Neutral 16 16 % 100
Disagree 21 21 % 100
Strongly Disagree 13 13 % 100
Figure 4.1.6: The rise of AI in marketing is inevitable?
Analysis: According to graph and chart, 32% of the participants have agreed as the rise of AI in
marketing has been inevitable. Pursued by the perspectives that the joining of the Artificial
Intelligence has viably impacted the administrations of independent venture, a short dialog on the
advantages are referenced in this segment. Those advantages incorporates the procedure of more
astute promoting of the association by the component of messages. As AI used that client records
so as to elevate increasingly important administrations to them by sending messages with the
reason to draw in the client by the offered administrations. Pursued by the upgrade in the
advertising of the association it likewise holds a huge effect on the offers of the focused on

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association as the joining of the man-made brainpower in the business structure improves the
efficiency of the administrations suppliers as it offers the mechanized administrations in the
association which conjures the administrations of the business. Aside from the above angles
there is additionally a noteworthy advantage present while using the utilization of AI to break
down the present market request by which it can viably discover that what administrations has a
the better effect of the market and which administration does not comprise any critical job in this
powerfully developing business sector.
Question 7: The positive impacts of AI on the marketing industry will outweigh the
negative impacts?
Options Responses Responses% Total respondents
Strongly Agree 18 18 % 100
Agree 32 32 % 100
Neutral 16 16 % 100
Disagree 21 21 % 100
Strongly Disagree 13 13 % 100

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Figure 4.1.7: The positive impacts of AI on the marketing industry will outweigh the
negative impacts?
Analysis: As per the graph and chart, 39% of the participants have agreed on the positive impact
of AI on the marketing industry will outweigh the negative impacts. Along these lines as shown
by the examinations it has been seen that regardless, the AI systems are made with the objectives
to complete such ventures into the structures which will invoke the working style of those
machines like the human personalities and exercises there are as yet a couple of imperatives
present in the business structure related to the capability of those machines as studies has
exhibited that the AI structure ought to be revived even more as frequently as conceivable
reasoning about the brisk improvement of the affiliation. Sought after by the above viewpoint the
examinations has in like manner shown that the wire of an AI system into the business structure
of a SME is monotonous similarly as it holds a high plausibility of machine frustration in the
midst of the period of structure execution if the definitive structure does not matches with the
system type. Nearby the danger related to the system dissatisfaction there is also a tremendous
hazard present in the information accumulating field as the chance of data mishap can't be
neglected in the midst of the period of machine disillusionment. Sought after by this perspectives
a couple of examinations referenced that one of the enormous peril happens in light of the
creative multifaceted nature of the AI system as the structures which inbuilt AI limits are even
more less straightforward subsequently it will be hard for the uses to manage the system if any
issue occurs. Beside these repressions one of the essential obstacles saw as a result of the use of
AI is related to its ethical idea.
Question 8: AI will bring about increased effectiveness in the marketing industry?
Options Responses Responses% Total respondents

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Strongly Agree 19 19 % 100
Agree 38 38 % 100
Neutral 16 16 % 100
Disagree 20 20 % 100
Strongly Disagree 7 7 % 100
Figure 4.2.8: AI will bring about increased effectiveness in the marketing industry?
Analysis: As per chart and table, 38% of the participants have been agreed on that AI will bring
about increased effectiveness in the marketing industry. The unsupervised AI calculation the
procedure is started by the examination of unlabeled information to anticipate what's to come.
Support AI enables the framework to recognize its blunders just as offers to moderate those
restrictions by its own so as to improve the administrations of the framework. Alongside the
above AI calculations the semi managed AI calculation stands to learn by the examination of the
marked information just as by the investigation of the outer assets. Alongside that pursued
continuously from 2000 to till now the utilization of Deep learning in a standout amongst the

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most examined point which has a noteworthy effect towards the improvement of the registering
field. The principal idea of profound learning is a subfield of AI which has the essential target to
act like people. As per the investigations it has been seen that the profound learning can continue
with the managed, unsupervised just as by the semi-regulated AI calculations. A large portion of
the use of Deep learning is connected so as to recognize the tax evasion alongside the above
application it distinguish flaws identified with the framework also. Pursued by the part of the
previously mentioned procedure and calculation the creator has said that calculations are well
ordered procedure by which it continue for critical thinking. The calculations are essentially
continue by the expansive arrangement of information so as to give improvement to the activities
of the numerical figuring, information preparing just as the registering tasks. Studies has
demonstrated that the use of AI is expanding step by step as it offers the machines to enable their
capacities identified with the basic leadership approach, successful information preparing unit
which holds a critical effect towards the advancement of the data just as processing field.
Question 9: Marketers should be starting to learn about the opportunities of AI now?
Options Responses Responses% Total respondents
Strongly Agree 18 18 % 100
Agree 33 33 % 100
Neutral 24 24 % 100
Disagree 17 17 % 100
Strongly Disagree 8 8 % 100

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AI IN STARTUP DIGITAL COMPANIES
Figure 4.1.9: Marketers should be starting to learn about the opportunities of AI now?
Analysis: As per graph and chart, 33% of the participants have agreed that marketers should be
starting to learn about the opportunities of AI now. Pursued by this procedure the framework will
give the yield from the last tire. One of the critical significance of neural system is it holds a
versatile nature, which stands to speak to that the machine has the ability to learn without anyone
else's input. There is a huge commitment of every hub so as to give the improvement in oneself
learning ability of the machine. Alongside the neural system, Machine Learning is likewise a
significant use of Artificial Intelligence which enables the framework to consequently learn and
act with no interference of the outer program. The essential task of AI started by the breaking
down the info information and update their aptitudes from the broke down information. There is
an immense use of Machine Learning in the mechanized stage as the procedure of the referenced
innovation is started by the watching the client information so as to give better basic leadership
way to deal with the machine. The key goal of this application is to consolidate robotized
learning of any framework so as to improve the administrations of that referenced framework. As
indicated by the investigations it has been seen that there are four fundamental classifications of
AI which incorporates the administered calculation of AI, unsupervised AI, support AI just as the

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AI IN STARTUP DIGITAL COMPANIES
semi managed AI calculation. In the idea of administered AI calculation the procedure is started
by the dissecting the new information to upgrade the basic leadership approach which has been
connected before in certain occasions. The unsupervised AI calculation the procedure is started
by the investigation of unlabeled information to foresee what's to come. Support AI enables the
framework to recognize its blunders just as offers to moderate those constraints by its own so as
to improve the administrations of the framework. Alongside the above AI calculations the semi
regulated AI calculation stands to learn by the investigation of the marked information just as by
the examination of the outside assets.
Question 10: What are the benefits of Artificial Intelligence in Digital marketing SMEs?
Options Responses Responses% Total respondents
Targeting Audience 17 17 % 100
Targeted
Advertisements
34 34 % 100
Increase Customer
relationship
23 23 % 100
Automated
Marketing purposes
17 17 % 100
Reduce Data Errors 9 9 % 100

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AI IN STARTUP DIGITAL COMPANIES
Figure 4.1.10: What are the benefits of Artificial Intelligence in Digital marketing SMEs?
Analysis: According to graph and charts, 34% of the participants thought that AI have helped in
targeting advertisements of the company at proper place. This has been helping in maintaining a
keen approach in the development in the company. The targeted audience have helped in
maintaining targeted people of the company in the market. There is a critical commitment of
every hub so as to give the improvement in oneself learning aptitude of the machine. Alongside
the neural system, Machine Learning is additionally a significant utilization of Artificial
Intelligence which enables the framework to naturally learn and act with no intrusion of the
outside program. The major activity of AI started by the breaking down the info information and
update their aptitudes from the broke down information. There is an enormous utilization of
Machine Learning in the robotized stage as the procedure of the referenced innovation is started
by the watching the client information so as to give better basic leadership way to deal with the
machine. The key goal of this application is to fuse computerized learning of any framework so
as to upgrade the administrations of that referenced framework. As indicated by the examinations
it has been seen that there are four essential classifications of AI which incorporates the managed
calculation of AI, unsupervised AI, fortification AI just as the semi regulated AI calculation. In
the idea of managed AI calculation the procedure is started by the breaking down the new

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AI IN STARTUP DIGITAL COMPANIES
information to improve the basic leadership approach which has been connected before in certain
occasions. The unsupervised AI calculation the procedure is started by the investigation of
unlabeled information to foresee what's to come. Support AI enables the framework to recognize
its mistakes just as offers to moderate those restrictions by its very own so as to upgrade the
administrations of the framework. Alongside the above AI calculations the semi administered AI
calculation stands to learn by the investigation of the marked information just as by the
examination of the outer assets. Alongside that pursued continuously from 2000 to till now the
utilization of Deep learning in a standout amongst the most talked about point which has a
noteworthy effect towards the improvement of the figuring field. The essential idea of profound
learning is a subfield of AI which has the crucial target to act like people. As indicated by the
investigations it has been seen that the profound learning can continue with the regulated,
unsupervised just as by the semi-administered AI calculations. The vast majority of the
utilization of Deep learning is connected so as to recognize the tax evasion alongside the above
application it distinguish issues identified with the framework too.
4.2 Qualitative Analysis
Qualitative analysis has been focused on data collected from secondary method of data
collection.
What problems have been faced by your company in digital business?
The primary thought of significant learning is a subfield of AI which has the fundamental focus
to act like individuals. According to the examinations it has been seen that the significant
learning can proceed with oversaw, unsupervised similarly as by the semi-controlled AI
computations. A huge part of the utilization of Deep learning is associated in order to perceive
the tax avoidance close by the above application it recognize blemishes related to the structure

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AI IN STARTUP DIGITAL COMPANIES
too. Sought after by the piece of the recently referenced strategy and count the maker has said
that estimations are all around requested methodology by which it proceed for basic reasoning.
The computations are basically proceed by the far reaching game plan of data in order to offer
improvement to the exercises of the numerical figuring, data planning similarly as the enlisting
undertakings. Nearby that sought after ceaselessly from 2000 to till now the usage of Deep
learning in a champion among the most analyzed point which has a critical impact towards the
improvement of the enrolling field. Studies has shown that the utilization of AI is growing well-
ordered as it offers the machines to empower their abilities related to the essential authority
approach, fruitful data planning unit which holds a basic impact towards the headway of the
information similarly as preparing field.
How AI has impacted your company at digital technology platform?
Analysis: Sought after by this methodology the system will give the yield from the last tire. One
of the basic noteworthiness of neural framework is it holds an adaptable nature, which stands to
address that the machine can learn without any other individual's information. There is a
tremendous duty of each center point in order to give the improvement in oneself learning
capacity of the machine. Nearby the neural framework, Machine Learning is in like manner a
noteworthy utilization of Artificial Intelligence which empowers the system to subsequently
learn and act with no obstruction of the external program. In controlled AI figuring the technique
is begun by the dismembering the new data to overhaul the essential initiative methodology
which has been associated before in specific events. The unsupervised AI count the system is
begun by the examination of unlabeled data to anticipate what's to come. Bolster AI empowers
the system to perceive its botches similarly as offers to direct those imperatives by its own in
order to improve the organizations of the structure. Close by the above AI computations the semi

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AI IN STARTUP DIGITAL COMPANIES
directed AI figuring stands to learn by the examination of the checked data similarly as by the
examination of the outside resources.
What are you looking for future advancement in AI in your company?
Analysis: Alongside this AI offers less human association in the business which decreases the
work in any SME structure. Separated of the improvement in the business administrations it is
likewise basic for a SME to have a development showcasing process as this will assist the
association with promoting their items by which it will draw in the client. Along these lines, as
indicated by studies it has been seen that the impact of a development promoting approach can
drive the accomplishment of an association. Pursued by this idea an intensive examination on the
utilization of AI has expressed that AI has a huge methodology towards the upgrade of the
showcasing methodologies of any association so as to improve their hierarchical administrations.
Those advances incorporates the span of substance by which the association can give
progressively pertinent data about the administrations of the association so as to viably advance
the administrations of the referenced association. Alongside the above component there is
additionally a huge methodology of advertising in which the procedure is started by using the
highlights of email customization so as to improve the promoting of the association. The email
showcasing stands to advance the hierarchical administrations via naturally sending the messages
to the focused on clients so as to grab their eye. Aside from that there is a tremendous use of AI
in the information investigation and basic leadership consequently as indicated by studies it has
been seen that by examining the client data action and information from the long range
interpersonal communication site the private venture are publicizing their administrations to the
intrigued individuals with regards to request to draw in the clients towards their administrations.
Alongside this the fuse of Chatbots into the business correspondence field have a huge effect

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AI IN STARTUP DIGITAL COMPANIES
towards the business accomplishment as these kind of procedure gave effectives arrangements
regard to the client inquiry.It has referenced that fuse of AI in the business field holds a few
advantages be that as it may, there are a few confinements present in the little medium
undertaking. So as to help the above proclamations a detail elaboration of the advantages and
impediments of the use of Artificial Intelligence is referenced beneath.
Chapter 5: Conclusion and Recommendations
We're entering a stimulating new time in advancement that is passing on transformative
change to the way in which we live, work, and play. Decades earlier, the PC time frame
conveyed PCs and every one of their abilities to a wide assembling of individuals. By then we
saw the rising of the Internet, which passed on more figuring out how to people snappier than
whenever in late memory. Next came the climb of versatile and cloud natural frameworks, which
is putting the Internet in the palm of people's hands, developing the dealing with force of their
devices, and scaling what they can store to in the past unthinkable measurements. By and by we
are going to move to some other time, which we're calling the time of understanding. Imagine a
reality where every vehicle is related and talking with the vehicles and traffic movements around
it to normally propel traffic streams using research of vehicle volumes and speeds. Or on the
other hand a city where sensors and assistants can give chance of advancement to the ostensibly
debilitated. Consider the possible results if every robot in a collecting office were related and
giving data about thing volumes to at the last possible second mentioning of unrefined materials,
and estimations to enable proactive, preventive upkeep to discard get-away. These jumps
forward aren't far-evacuated. They will be filled by artificial insight. Undeniably AI is driving
astonishing changes over a variety of organizations. Man-made intelligence (ML) is a subset of
AI and a central enabling researcher of its capacities. Man-made intellectual competence is so far

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AI IN STARTUP DIGITAL COMPANIES
another and indistinguishable field, yet one for the most part surrendered to definition is "a
structure arranged to do typically handling complex issues or taking fitting exercises to achieve
its destinations in whatever veritable conditions it encounters." basically, it's a PC that can deal
with issues without direct assistance from a person. There are two primary sorts of issues AI can
handle. The first incorporates circumstances where speculative exhibiting can be associated with
unpleasant and anticipate lead. The second spotlights on issues where continuing on parametric
observation gives enough data to fit a numerical condition. The fundamental sort of issue, known
as data building, incorporates coders and masters who team up to unequivocally program human
bent into a PC so it can act openly. The second circumstance, AI, revolves around getting ready
estimations normally called understudies to locate their very own basic reasoning methods with
colossal proportions of data. Over the span of the latest couple of decades, society has
encountered a change in the creation and use of deliberately automated progressions.
Undeniably, it was normally the activity of government workplaces, blue-chip overall affiliation,
and colossal blend development associations to control and improve current headways, envision
and advance new advances for both customer and business use. In any case, this isn't the
circumstance in today's' time, as new little and mediums inspect start endeavors (SMEs) take on
this activity what's more, are always entering an incredibly engaged advancement part. It can
similarly be said that SMEs are persistently and constantly fusing like nothing anyone's ever seen
propelled advancement in their step by step business exercises as a technique of improving
practicality, execution, diminishing operational costs, refining quality in the product and
undertakings promoted. All of which fortifies their forceful favorable position in the business
areas which they neutralize greater progressively settled concerns. The advancement and change
in the steadfastness of electronic propelled developments to give SMEs with a continuously solid

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and practical gadget, has been improved by the introduction of Man-made intellectual prowess
(AI). Man-made intellectual competence (AI) may be grasped from exchange perspective,
dependent upon the interest or capacity of an individual. In any case, a fundamental definition
can be arranged as; a situation in which machines can think, react and execute assignments as
being human.
Likewise, the continuous research considers exhibit that machine learning is starting at now
beating the execution of natural individuals yet then it is foreseen that years to come, this will
even be generously more expansive than it is today. These declarations are sensible by the
extending design in the element of progress in the present advancement just as the development
of new ones. Typical illustration across over most if not all man-made thinking definitions
interface how much people can be displaced by machines in errand execution. The authentic
setting of AI returns to the mid twentieth century when researchers, for instance, John McCarthy
Turing Allan of Plymouth developed AI. With the coordination of AI and the web, various
progressed SMEs have had the ability to unite and move their errands from the straightforward
indisputable gear advancement to a further created cloud-based development, which has updated
execution in the consistently exercises. Case I consider, there are various item packages that have
been made to work in different stages these join mobile phones, work regions and tablets,
synchronized utilizing cloud based applications through the web. Additionally, bots (mechanized
thinking machines) have been made to help business exercises in fields, for instance, bargains
researchers where Chat-bots are being used to offer continuous customer support. From the said
comprehension, it might be seen that development progression and man-made intellectual
competence in explicit, is primarily a huge factor in choosing the practicality and
accomplishment of cutting edge associations. The research consider as needs be intends to

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fundamentally review, explore evaluate how much the blend man-influenced cognizance and the
present advancement to can help in boosting the viability displaying execution of mechanized
associations.

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